In this post I describe my work sequence for the creation of editorial style images, explaining the main phases involved in the process.


Editorial images are images that, when presenting an article, frame it with props in order to convey its position in the market. For example, a pair of glasses that is presented with sports equipment or office supplies, communicates different ideas, uses and environments.

All images start with the definition of a concept. Usually, the client presents the initial idea, or presents images that he already has and to which is necessary to give continuity. In the case of the launch of a new collection, it is necessary to define the type of emotion that is intended to convey, and for this I create mood boards.

A mood board is a collection of images that help to define the mood, the props and the emotions of what you want to create. They do not need to present articles similar to those that are going to be photographed, but they should fit the photographer’s style and reinforce the concept.

Moodboard created for a Autumn/Winter shoes collection
Moodboard created for a Autumn/Winter shoes collection

The final use of the images is another aspect that requires special attention at this stage. An image that will be used only on the internet has a different level of requirements than an image that will be used in a magazine or a billboard, and it is essential to know if it will be necessary to leave negative space to apply text.

Image showing negative space for text


In the preparation, the necessary props are sought, the scenarios and the lighting are tested, the photographic equipment is defined and the articles to be photographed are prepared.

The preparation of the articles varies according to the type of article, but generally comprises cleaning, repairing small defects and adjusting labels and labels. It is always desirable to have more than one item of each article in order to choose the most appropriate.

It is also at this stage that the sequence for the creation of the images is defined, based on the scenarios and props to be used, in order to optimize the process. Being easier to change objects on a scenario than to change the scene and lighting, you try to create a work sequence where, from image to image, the changes are smaller.


Once the preparation is done, it is necessary to create the images keeping in mind the mood boards and, if they exist, the sketches representing the final layout for the images.


Once the images are captured, the post-production phase follows, retouching the images and taking care of small details. At this stage the created images are also balanced in order to be consistent in color and ambiance. After this work, several copies of the images are prepared for their final use (web, social networks, printing, …)